Know deeply.
Build boldly.
I work with seed to Series B fintech founders who want actionable clarity on their ICP, their strategy, and their product roadmap before their next big product or market bet.
Why
I’ve watched founders raise millions and then waste good money chasing bad. Strong hires, great marketing, tons of tokens. But winnowing customer base, declining usage, weakening revenue. You can’t build a business on a pitch deck alone.
The founders who get it right do something different first. They sit side-by-side with their customers, asking the right questions to understand who they are, what they do, and what does and does not work. It’s not about building what they ask for verbatim — it’s about knowing them so deeply you hand them the keys to a car when they asked for the reins of a faster horse.
That’s what I did at Ramp. And what I learned is customer signal doesn’t come from surveys alone. It takes intentional and repetitive inquiry — sales calls, support tickets, customer texts. Listening not to what they ask for, but what they do, want, and need. And it takes a committed practice that permeates your organization. It’s everyone’s job. Not just a product guy’s.
That’s why I started Equanimity. Because we’re all downstream of some product decision. The best thing I can do is make sure that decision is as informed, grounded, and scalable as possible. Let’s make it a good one.
Services
Know Deeply
Customer & Market Research
Structured interviews and surveys, market research, competitive mapping. A clear POV on your ICP and the market dynamic.
Build Boldly
Business Strategy & Product Roadmap
Product positioning, viable economic model, product roadmap. Turn clarity into action for your next product or market launch.
Deep bench of risk, compliance, legal, finance, data, and design specialists — available when the work calls for it.
“John’s advice was invaluable for our product and GTM strategy. Uniquely, he’s been both an operator at Ramp and a key decision-maker at SoFi, so he understands what customers actually want and how to build it. For founders trying to sharpen their product and GTM, there are few people who can help as well as John.”
How I Work
Monthly retainer. Simple invoice. No surprise costs. Engagements begin as scoped projects or embedded partnerships that deepen as you scale. Get an experienced fintech builder without the overhead of a full-time hire.
About
In the trenches
at great fintechs.
Now in yours.
John Josi has spent six years inside fintech — building the voice of the customer function at Ramp, leading as a GM for the credit card business at SoFi, and driving competitive positioning and go-to-market strategy at Adyen.
He lives in West Marin, where he hosts a local radio show and writes poetry.
